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Call for Chapters
Innovation Marketing

Balancing Internal and External Stakeholders Interest for the Management of Innovation

Editors

Prof. Dr. Alexander Brem, FAU Germany
Prof. Dr. Eric Viardot, EADA Spain

Motivation

Innovation and marketing are getting increasingly interrelated. On one hand, innovative ideas need to reach the marketplace, thus marketing strategies, concepts and tools – such as the continuous development of new products and services – have become vital for their success. On the other hand, marketing management has always been influenced by innovation as illustrated recently by the way social media and Internet have revolutionized the traditional marketing-mix.

Consequently the linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies.

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. State-of-the-art research from different perspectives will suit the needs of professionals and researchers alike.

Hence, the aims of this book are:

• Bringing together current management research on innovation and marketing
• Establishing of crucial linkages between both fields
• Concentrating on managing expectations of both external and internal stakeholders

Research methods

Theoretical and conceptual papers on innovation marketing and challenges on the firm level are welcome. Empirical studies that feature examples and results of innovation marketing are encouraged, as well as papers on success factors and risks. Comparative studies that examine similarities and differences between different sectors and countries are also welcome.

Subject coverage

Topics include but are not limited to:

Theoretical aspects

• Determination of integration levels
• Innovation adoption theory
• Interfaces to other innovation strategies
• Management of Know-how transfer
• Research on success factors
• The role of the companies size
• Organization within the companies
• Management of networks
• Country comparisons
• Networks for service development and delivery

Firm-level challenges

• Strategy process
• Selection of appropriate partners
• Resource management
• Use of tools and toolkits
• Determination of process interfaces
• Legal issues
• Cultural aspects
• Risk management
• Innovation communication approaches
• Commercialisation of results
• Best practice examples
• Feedback and controlling principles

Timeline

Submission of manuscripts January 31th 2014
Review Feedback May 1st 2014
Revised paper submission August 15th 2014
Publication Autumn 2014

Publication information

All book chapters will be individually downloadable and accessible via SpringerLink.com or if someone buys the entire book in print or eBook from the Springer shop or affiliated partners such as Amazon, Barnes & Noble etc.

Each chapter is Search Engine Optimized (using the abstract and title/authors) and thus Google can find individual chapters upon a keyword search directly leading to SpringerLink .

All contributors get a discount of 33% on any Springer title purchased from the Springer online shop.

We are currently planning to have a second edition, each of the chapters can be individually updated with new results, new conceptual additions etc.

Documents & contact

At the following website, you will find all necessary documents and further information:

If you have any further questions, please feel free to contact one of the book editors:

Prof. Dr. Alexander Brem: brem@idee-innovation.de
Prof. Dr. Eric Viardot: eviardot@eada.edu

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